Tesco Malaysia checks out with Entropia

Tesco Malaysia has appointed Entropia as its media partner. The agency will be responsible for strategic and tactical media planning and buying in support of the retailer’s consumer-centric brand strategy. This also marks the end of its three-year partnership with Group M.

A review was held in July this year, following a move to transform and strengthen the business across its 56 hypermarkets, nine express stores and online delivery services. The win adds Tesco to a stable of new businesses won by Entropia, which includes Pepsico bottler Permanis for its 18 brands portfolio from Carat and the much coveted Nippon Paints from Mindshare.

“The quality of pitches we received were outstanding. It was a difficult decision, but ultimately Entropia showed that it understood our commitment to putting customers at the heart of everything we do. We have some exciting plans for the years to come and we believe that Entropia is the right fit to drive our strategies forward and bring them to life,” Vivian Yap, customer director at Tesco Malaysia, said.

“Throughout its 14 years in Malaysia, Tesco has not only been a leading retailer, but also ahead of its competition through innovation. We are honoured to have been chosen as their media agency, against the biggest and the best,” Prashant Kumar, senior partner at Entropia, said.